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Tony Haile Quotes

Total quotes: 4
“I think everyone develops to what they measure and what is told to be valuable. If you are a recirculation company, you optimize for clicks, because a click is what makes me money—not necessarily what happens after the click. And that lends itself to the most clickbait stuff we can possibly do to make money.”
— Tony Haile, Chartbeat Founder Tony Haile on the Future of Content Measurement
Tagged: Advertising, strategy, Content, Publishing
“Native advertising, the overladen vehicle upon which so many of publishers hopes now rest, faces the same challenges in an atomized content world. When working as intended, native advertising is commercial content intended to elicit the same user experience as the editorial content that surrounds it. In an atomized world, no editorial content surrounds it. It exists alone in the stream, adrift from the content it was intended to mimic. 
With that unbundling, the only economic purpose for a site that makes its living from native advertising to create content other than native advertising is to maintain its brand. This means that the media company becomes a native advertising creative agency with an absurdly expensive brand marketing department formerly known as the newsroom”
— Tony Haile, The Facebook Papers, Part 1: The great unbundling
Tagged: Facebook, The Present Of Media
“When monetization is handled by the platform, brand is quantified as the incremental reach (and thus revenue) that a piece of content can get by being published under that brand. Then it becomes about the math: 

If brand reach = 130 percent, and journalist cut = 45 percent, then publish under brand. 

If brand reach = 120 percent, and journalist cut = 45 percent, then publish independently.”
— Tony Haile, The Facebook Papers, Part 3: Facebook pulls a page from the Amazon playbook
Tagged: Facebook, The Present Of Media, The Future Of Media, Instant Articles
“When habit is lost to the platforms, what remains is brand. The argument is that the attributes associated with the publisher create a spooky connection from a distance that causes each piece of content to influence the other. Formerly a comparatively weak force, brand now becomes of central importance. Each piece of content must wear its authorship like a fingerprint, distinctive not by its location or layout but by its voice and vision.”
— Tony Haile, The Facebook Papers, Part 1: The great unbundling
Tagged: Facebook, The Present Of Media
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